<p>Project – To build a sports-relevant campaign articulating innovations made possible by GE's Industrial Internet.</p><p>Creative – As any athlete knows, incremental improvements — in training, nutrition, or strategy — can lead to major gains. For industry in the information age, the same holds true. To help show how GE’s Industrial Internet solutions yield game-changing results for its clients in aviation, healthcare, manufacturing, mining, oil &amp; gas, power distribution, power generation, rail, water, and wind, we conceived and created a content-driven campaign around this “Game of Inches.” </p><p>How machines talk to each other and how that data is synthesized are complex ideas, so we wanted to make it simple for a general audience to grasp and digest these insights across social media and on the web at ge.com/gameofinches. We dove deep into the company’s portfolio to produce eleven stories or “rules of the game” that would be relatable and fun to follow. Zeroing in on distinct examples — such as one hospital using GE’s analytic solutions to reduce its patient wait times by 68% — we worked with world-renowned illustrator David Sparshott to bring the information to life in a tactile way that emphasized the human story behind each technology. </p><p>Results – Our weekly Instagram posts received significant engagement and shares across the board, and have been widely distributed on GE’s Pinterest board and Tumblr feed as well. In support of the campaign, during the Super Bowl XLIX, GE also rolled out a YouTube campaign promoting the “Game of Inches.” </p>

<p>Project – Launch a “this could be your ad” campaign for hand-painted mural company Colossal Media that makes use of vacant wall spaces between bookings and showcases the team's outsize talents. </p><p></p><p></p><p>Creative – For a series of walls located around Williamsburg — both Colossal’s home base and ours — and Bushwick, Doubleday &amp; Cartwright wrote and art-directed a series of “bad ads” drawing attention to Colossal’s hand-painting skills with the bravado they deserve. Mixing Williamsburg-insider non sequiturs with the visual ad tropes of personal injury lawyers, luxury real estate developers, palm-reading psychics, and Craigslist missed connections, the art and copy in our parodies were just designed to be just weird enough to make people double-take but could almost be taken as real. Dropping in digs at kombucha drinking, corporate and commercial expansion, androgyny, tattoos, and typos, the ads showed we could make fun of ourselves, amuse the public, and raise awareness for Colossal at the same time. Rendered by the skilled artists at Colossal, the murals were also visual proof of their talent and photorealistic abilities. Finally, we set up the toll-free number 1-844-COL-OSAL and loaded it with crank voicemail messages scripted by our writers as a reward for the extra-curious. </p><p></p><p></p><p>Results – The ads have been a huge success. Hundreds of thousands of likes on photos posted on Instagram and Twitter, with some writing their own hashtags and starting their own memes. Gothamist, Adweek, Mediabistro, <a href="http://www.dnainfo.com/new-york/20140729/williamsburg/fake-ad-for-phallic-luxury-building-eros-meant-recruit-painters" target="_blank">DNA Info</a> and more picked up the story. The campaign is ongoing, with more walls to be painted and buzz to spread. </p>

<p>Project – Visualize key data insights and metrics to help feed participation in a 10-week social media competition among the fitness-tracking Nike+ community.</p><p></p><p></p><p>Creative – From late June to Labor Day in 2014, Nike+ challenged its members across the country to participate in a 10-week contest to maximize their activity during the long days of summer. Doubleday &amp; Cartwright acted as data journalists, keeping challengers in the game each week by synthesizing Nike+ statistics that would tap into their competitive natures and push them to earn enough NikeFuel to land a spot in the leaderboard’s top 20. Working closely with Nike’s digital team, we sifted through short and long-term data sets, identifying trends and compelling insights to package and share each week. Following the completion, we created a commemorative print piece to tell the full story, compiling all of our infographics, photography from challenge days, and a written narrative summing up the overwhelmingly positive results.</p><p></p><p></p><p>Results – Over those 10 weeks, competitors earned 1.4 billion NikeFuel with more than 11,000 Nike+ members pledging. Social engagement was high across Nike’s channels on Facebook, Twitter, and Instagram, and Nike+ Fuelband sales increased as well.</p><p><br></p>

<p>Project – Collaborate with Los Angeles-based agency <a href="http:www.72andsunny.com">72andSunny</a> and artist James Blagden to cast, develop and execute an ongoing series of broadcast as well as a coordinated digital and social campaign to promote ESPN’s live-streaming website and mobile app.</p><div> Creative – “The Clutch Way to Watch” campaign, includes more than 19 animated spots starring Steve and Vic, a sports-obsessed duo, who watch ESPN everywhere from sauna to the Sooner Schooner, all while sporting an incredible variety of outfits and hairstyles. The illustration style is Blagden’s signature black-and-white (see also <a href="http://doubledayandcartwright.com/work/dock-ellis">Dock Ellis and the LSD No-No</a>) but hand-drawn laptops, phones and tablets are populated by ESPN HD footage. In a highly-successful, year-long process, D&amp;C worked intensively with 72andSunny from casting the vocal talent through final recordings and sound mix. The spots aired on the ESPN Networks from March Madness 2013 through the 2014 Bowl games, covered events from Wimbledon to the Confederations Cup to Monday Night Football and featured animated cameos by Dick Vitale, Bill Simmons, Jalen Rose and Magic Johnson.</div><p>On the digital and social side, longform video pieces helped potential WatchESPN users navigate the sign-up process through their cable provider, fans could “Clutchify” themselves by using Blagden’s artwork to make their own Steve-and-Vic-style avatars and share their personal “clutch” viewing stories, some of which became fully animated shorts.</p><div> Results - In September 2013, nine months after the first installment of "Get Clutch" aired, ESPN set a digital viewing record for the sports category.</div>

<p class="p1"></p><p class="p1"></p><p class="p1">Project - Act as agency of record for the 2013 festival in New York City, which ran from April 28 - May 31st. Conceptualize, design and produce creative for a robust multi-tiered marketing and promotional campaign which included: subway dominations, Colossal wallscapes, traditional billboards, wildposting as well as digital banners and site takeovers including Fader, Pitchfork, Complex, Pandora and Spotify. Make all festival materials including unique artwork for all events, all media and participant materials including but not limited to t-shirts, tote bags, ID badges and vouvelle wheels. Staff, design and produce a daily newspaper with 80,000 circulation to be distributed at strategic locations around the city during the festival. Deal with all manner of curveballs, last minute opportunities and generally do whatever is necessary to help make the festival a roaring success.</p><p class="p1">Creative - With Questlove as the academy’s most visible ambassador, D&amp;C built a campaign which used portrait and event photography, original illustration, and a bold type-driven calendar system to create awareness in both niche music communities and New York City at large. We took great pains to pay proper tribute every facet of an epic musical undertaking. </p><p class="p1">Results - This Academy was one of Red Bull's most successful events. It moved the needle in New York City and resulted in a waterfall of press and public appreciation.</p><p></p><p></p><p></p><p></p><p></p><style><!-- /* Font Definitions */@font-face{font-family:"Cambria Math";panose-1:2 4 5 3 5 4 6 3 2 4;mso-font-charset:0;mso-generic-font-family:auto;mso-font-pitch:variable;mso-font-signature:-536870145 1107305727 0 0 415 0;}@font-face{font-family:Cambria;panose-1:2 4 5 3 5 4 6 3 2 4;mso-font-charset:0;mso-generic-font-family:auto;mso-font-pitch:variable;mso-font-signature:-536870145 1073743103 0 0 415 0;} /* Style Definitions */p.MsoNormal, li.MsoNormal, div.MsoNormal{mso-style-unhide:no;mso-style-qformat:yes;mso-style-parent:"";margin:0in;margin-bottom:.0001pt;mso-pagination:widow-orphan;font-size:12.0pt;font-family:Cambria;mso-ascii-font-family:Cambria;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Cambria;mso-fareast-theme-font:minor-latin;mso-hansi-font-family:Cambria;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";mso-bidi-theme-font:minor-bidi;}.MsoChpDefault{mso-style-type:export-only;mso-default-props:yes;font-family:Cambria;mso-ascii-font-family:Cambria;mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Cambria;mso-fareast-theme-font:minor-latin;mso-hansi-font-family:Cambria;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";mso-bidi-theme-font:minor-bidi;}@page WordSection1{size:8.5in 11.0in;margin:1.0in 1.25in 1.0in 1.25in;mso-header-margin:.5in;mso-footer-margin:.5in;mso-paper-source:0;}div.WordSection1{page:WordSection1;}--></style>

<p>Project – To capture the North Carolina roots of the rapper, producer, and Dreamville Records founder through documentary photography and art direction</p><p><p></p><p>Creative – J. Cole, one of hip-hop’s rising stars, could also be its most down to earth. For his third album, 2014 Forest Hills Drive, Cole is for all intents and purposes naked, telling his story without featured artists or posturing or over-the-top production. Reflecting those same qualities of authenticity and approachability in a visual format, Doubleday &amp; Cartwright traveled with the North Carolina–raised rapper to Fayetteville, the place where he spent his formative years, and specifically to the house referenced in the album’s title. “That house had everything to do with the course of my life," Cole has said in an interview. "Having my own bedroom did a lot for me. I had privacy to listen to music, rap in front of the mirror, write, daydream." That very house was foreclosed when he was 18, but since then he’s been able to buy it back. To celebrate his literal homecoming, Cole took us on a trip down memory lane, with documentary photographer Anthony Blasko capturing him with the people and places that mattered to him.</p><p></p></p><p>Results – Just as the album, which was presented without singles, tells a story, Anthony’s photography also builds on that narrative. One particular powerful image showing Cole looking out as he sits on 2014 Forest Hill Drive’s roof graces the album’s cover and has been used widely throughout its promotions in print and social media. Since coming out on December 9, 2014, it debuted at number one on the Billboard Top 200 chart and broke the Spotify record for most first-week album streams. </p><!--EndFragment-->

<p class="p1"></p><p class="p1">Project - As part of its work on the Red Bull Music Academy New York 2013, D&amp;C was asked to create, from scratch, a month-long, pop-up daily newspaper about the city and its music. D&amp;C led the design, production, and publication work of the Daily Note.</p><p class="p1">Creative - Using as its jumping-off point the Daily Note newspapers published in London during the 2010 Academy, D&amp;C published a content piece that spoke to the immediate mission of RBMA (Create, Collaborate, Celebrate) and to the timelessness of New York’s radical musical heritage, while also taking advantage of the city’s commuter and newspaper cultures. Having created the visual language with which the Daily Note was designed, D&amp;C assembled the entire production team (and collaborated with trusted Academy veterans led by writer/editor Piotr Orlov on the newspaper’s editorial component) to create 22 issues over 38 days, which were handed out at over 120 high-traffic subway locations during the afternoon and evening commutes. The quality of the presentation and the scope of its coverage—each issue featured the Academy and its events, epic histories of New York City scenes and genres, essays and art by highly valued members of the city’s creative communities, among many other pieces of content—united disparate groups of New Yorkers around the month-long event. The Daily Note expertly and successfully amplified the Red Bull Music Academy message to everyone from cynical insiders to unsuspecting tourists.</p><p class="p1">Results - <a href="http://www.redbullmusicacademy.com/dailynotenyc">view all issues</a>.</p><p></p>

In sports and in real life, there are heroes and villains, and there are the ever-changing shades of grey where hated rivals transform into figures of admiration. These fluctuations are at the heart of Victory Journal 8. From cover star, Liverpool FC forward Mario Balotelli, one of the Merseyside Derby’s most polarizing figures, to Henry Leutwyler’s previously unpublished photos of the icon Florence Griffith Joyner, to Jeff Maysh’s incredible tale of wrestler Ann Casey (aka Panther Girl) this issue is built on actions, reputations and myths. There are also reappraisals of bullfighting, Muay Thai boxing and the art of LeRoy Neiman, popularly condemned but historically undeniable. Victory 8 also features Lance Armstrong, Derek Jeter and the late Soviet hockey coach Viktor Tikhonov, because we also know that, with good, bad and ugly, there will always be absolutes.

<p>Project - Build a global campaign around Nike Sportswear’s Nike F.C. line, telling the story of Nike Football and the sport’s modern lifestyle through striking photography, video, an immersive online experience, and a nine-chapter narrative chronicling Nike’s impact on the world's game. </p><p></p><p></p><p>Creative - 2014 marked the World Cup’s return to Brazil for the first time in 50 years and Nike's 20th year in international football. In tribute to the sport’s storied past and the kick-off to a fresh new chapter for the brand, Nike wanted to celebrate both the professional athlete on the field and the rising player in the street. Focusing on three of Nike’s young superstars — Neymar Jr., Jack Wilshere, and Dani Osvaldo — D&amp;C channeled the global personality of the game and carried on Nike’s tradition of casting its footballers as an elite cadre charged with advancing <i>Joga Bonito</i>. We commissioned original lifestyle photography by Christopher Anderson, capturing the footballers in their adopted cities, and combined that with archival source material of legends such as Luis Figo, Eric Cantona, and Ronaldo. We presented it all in a stunning online experience, showcasing Nike F.C. product within a dynamic narrative framework, a short film demystifying the “Origins of Nike F.C.,” and a commemorative coffee table book. </p><p></p><p></p><p>Results - <a href="http://www.nike.com/us/en_us/c/sportswear/fc">http://www.nike.com/us/en_us/c/sportswear/fc</a></p>

<p>Summary – A potato chip action hero gets animated in a series of crisp GIF comic strips.</p><p></p><p></p><p>Project – Create GIF comic strips as branded content for Ruffles potato chips, distributed through the BuzzFeed Partner network.</p><p></p><p></p><p>Creative – Working with media and marketing agency Ignition Factory, Doubleday &amp; Cartwright turned the star of a live-action ad campaign — the mustachioed potato-chip spokesman/action hero Ruff McThickridge — into an animated web comic-book series. Rendering the Ron Burgundy-meets-McGuyver’s character in two-dimensional form, our team set about defining the illustration style and animating the GIF-embedded panels in a series of five snack-sized stories that drew on the nostalgia of classic comics and ’70s-era buddy cop TV shows. Distributed as native advertising on BuzzFeed, each of the strips were designed to go viral, with outlandish storylines ranging from a chip-stealing psycho at a skateboarding art camp to a vroom- and kaboom-filled face-off with a land pirate. </p><p><br></p>

<p>Project - To conceive, assign, design, and print a magazine lookbook for the 2014 Nike Knows cross-training collection surrounding the Super Bowl XLVIII.</p><p>Creative - For Super Bowl XLVII, held in the NYC metro area’s own Meadowlands outdoor arena, Doubleday &amp; Cartwright worked with a select all-star crew of writers, illustrators, and photographers to tell the story behind Nike’s elite cross training shoes and introduce the new Nike Knows collection. Beginning with the first Air Trainer 1, introduced in 1987, Nike revolutionized the industry with a stylish shoe that looked like a basketball sneaker on the outside, but with the interior cushioning essential for runners on the inside. Over the course of ninety-two 10.5-by-15-inch staple-bound pages, our first volume of the Nike Knows journal dives deep into the Nike trainer’s history: from the legendary athletes who’ve excelled in multiple sports to the genealogy of the shoe’s design over time. For the brand-new series featuring the Nike Lunar 180 Trainer, three other stellar models, and performance apparel, we shot a fashion editorial in black-and-white with the Nike Football Society one snowy Saturday morning under the Manhattan Bridge.</p><div>Results - With only 10,000 copies in distribution, carried at a handful of locations in the NYC area including NikeTown and Dover Street Market, the Nike Knows journal was instantly in demand and pivotal in making a splash for Nike leading up to the Super Bowl. NikeTown set up a retail display for it, and at Nike’s 21Mercer, our illustration of Bo Jackson (by artist Mickey Duzyj) was blown up as part of an in-store takeover, which included an event with Jackson himself, who enthusiastically signed copies of the artwork for fans. Digitally, photography and copy assets from the printed piece were used as a unique link on Nike.com’s Sportswear section, as well as on social media. Featured in a strong media buy over high-viewership content platform sites like High Snobiety and Complex Media, Nike Knows artwork was also featured in articles on heysport, A Sporting Life, and Deadspin.</div>

<p>Project – Conceptualize, produce all content for and manage the daily broadcast of an online magazine supporting the game-ified campaign around the Nike+ Fuelband SE. The activation itself consisted of seven weekly “challenges,” wherein the wider community of FuelBand users was prompted to accomplish certain NikeFuel milestones alongside the likes of Serena Williams, Macklemore and Larry Fitzgerald among others. </p><p></p><p></p><p>Creative – D&amp;C faced three core strategic demands in creating the NikeFuel 7 platform: Celebrate the first ever super-team of Nike+ FuelBand ambassadors; reinforce the idea of NikeFuel as the ultimate measure of physical activity; deliver an instruction manual for user interaction that was both compelling and highly entertaining. In service of these goals, we built a content program that seamlessly united large format photography, feature-length editorials, shoppable product laydowns, NikeFuel-relevant infographics and animated GIFs. Everything from athlete and product photography to copywriting, design and daily content launch was executed by D&amp;C’s editorial and production teams. </p><p></p><p></p><p>Results – <a href="http://nikefuel.nike.com/">http://nikefuel.nike.com/</a></p>

<p class="p1">Project – Design, produce content for, and develop a microsite celebrating LeBron James’ 11th collaboration and career-long relationship with Nike.</p><p class="p1"><p></p><p class="p1">Creative – In honor of the basketball great’s second NBA Finals MVP award and his 11th Nike shoe launch, Doubleday &amp; Cartwright created the site to inspire his fans and properly recognize the man who has undoubtedly earned the title “King James.” Through interviews with designers and product engineers at Nike as well as statistical analysis of James’ decade-strong pro career, Doubleday &amp; Cartwright devised a design and content strategy that leveraged authoritative facts and vibrant, geometric imagery within a playful pinwheel interface. With abstracted illustrations by artist Naturel, clear information graphics, and a visual language that evokes secret societies such as the Illuminati, the LeBron 11 site paints a vivid picture of how LeBron and his ever-evolving game have pushed Nike to innovate its footwear technology, and how the brand has met this challenge at every step, enabling his continued refinement as an athlete. </p><p class="p1"></p></p><p class="p1">Results –The site received more than 75k hits on the first day and has been one of nikeinc.com’s most visited. When it launched, LeBron shared the artwork through his Instagram and Twitter feeds. The success of the site prompted Nike to incorporate the art and copy into the global launch event for the LeBron 11 shoe, held in Miami. </p>

<p>Project - To develop from concept to completion a suite of three short films, each creatively and stylistically unique, for Highsnobiety and Mercedes-Benz.</p><p>Creative - When Mercedes-Benz invited Highsnobiety to preview its newest models, the daily newssite turned to us to conceive, script, cast, direct, and produce three distinctive videos that would convey the brand’s luxury, performance, and lifestyle. Premiering May 2014, the first film takes viewers on a test drive of the powerful GLA 45 AMGSUV in Granada, Spain, shot ina vibrant quick-cut, look-book style, with music we commissioned by Mad Decent producer Alizz. The second, “On Road, Rock and Mountaintop,” which debuted in lateJuly, takes a narrative approach to showing the C 300 BlueTEC Hybrid’s capabilities in the coastal environs of Marseille, France. We wrote and directed this love letter to Mercedes’ first ever C-class hybrid in stunning black-and-white,with voiceover so the focus would stay on the sleek sedan and the romance of the road. The third in our series, debuting in early September, brought us toLondon, this time turning our lens toward the city’s creative culture. Shot in a documentary style, this film profiles the tastemakers at NTS Radio, Hostem,and the Clove Club, with Mercedes playing a supporting role.</p><p>Results - Collectively, this multifaceted storytelling approach has helped position the European automaker for a youthful and discerning American audience. Mercedes-Benz has featured “OnRoad, Rock and Mountaintop” on its own website, mercedesbenz.com, as well its publication mb! On YouTube, Instagram, Facebook, and Twitter, the films have received tens of thousands of plays, likes, and tweets.</p>

<p>Project - Doubleday and Cartwright was commissioned to create an illustrated genealogy of Nike Air Max, from designer Tinker Hatfield’s discovery of visible air to <i>Air Reinvented</i>, a collection of four classic styles revamped with Nike’s latest material innovations.</p><p></p><p></p><p>Creative - Focusing on the <i>Air Reinvented</i> series, D&amp;C sought to reveal the design catalyst and wider cultural significance of each shoe as a vehicle for showcasing the evolution of Air Max more broadly. Through fun and fantastical key art by Razauno combined with colorful product storytelling, D&amp;C unlocked the hidden histories behind these collection favorites—The Air Max 1, a design conceived at Paris’s Centre Pompidou that ignited Nike’s most critical footwear advent; The infrared-accented Air Max 90, a veritable staple of the early Acid House scene; The anatomically-inspired curves of the Air Max 95; The Air Max 97’s metallic ellipses, perennially secured to the feet of creatives, club-goers and style connoisseurs alike. The artwork and copy was then assembled into a rich visual timeline weaving the collection story together in various forms at retail, out of home and in print.</p><p></p><p></p><p>Results - The art assets created for the <i>Air Reinvented</i> campaign appeared globally at both boutique and mass market Nike locations, select out of home and industrial executions and a handful of print opportunities. In order to dimensionalize the story online, Nike approached D&amp;C to leverage the artwork into a viral animation, which earned widespread praise on style platforms around the web. Additionally, D&amp;C assembled the animated assets into a series of online banner ads that were displayed on both endemic and mass media.</p>

<p>Project – After releasing the “hack” logo—a NY-specific adaptation of its classic futura mark—Nike tapped D&amp;C to mobilize the design at street-level in a way that captured the spirit of New York City.</p><p>Creative - Drawing inspiration from the subway cars that spread graffiti art throughout New York in the 70s and 80s, D&amp;C conceived of a broadcast via boxtruck—the ubiquitous mobile canvas for modern street artists. We commissioned five different murals from the likes of Wane COD, Rime and Toper, Chino BYI, Micah and Smart Crew, each working from the unique perspective of their home borough. The pieces were composed around the “hack” logo and based on various spikes in the NY sports calendar. </p><p>As each work traversed the city over a five-month span, making key stops at cultural events and iconic New York settings, D&amp;C collected a host of rich, digitally enabled content, documenting the making and distribution of the artwork. Ultimately, this material was broadcast over Nike social channels and through media partner, Mass Appeal, who released a series of timely feature-length installments and capped off the program with a weeklong takeover chronicling the events from beginning to end.</p><p>Results – <a href="http://massappeal.com/mass-appeal-presents-the-nyc-box-truck/">http://massappeal.com/mass-appeal-presents-the-nyc-box-truck/</a></p>

<p>Project - To design and publish a limited-edition, 11-by-11-inch coffee-table book for photographer, surfer, and van-lifer Foster Huntington.</p><p><p></p><p>Creative - In 2011, Foster Huntington ditched all but his most necessary possessions and moved into his VW Vanagon, traveling along the Pacific coast, surfing, and meeting like-minded wanderers along the way. For two years he documented the rubber-tramping lifestyle on his popular blog, A Restless Transplant, and gathered nearly a million followers of his Instagram feed showing camper vans, pickup trucks and the unpredictable delight of life on the road. Foster had come across our work with Victory Journal and approached Doubleday &amp; Cartwright about designing his second book, a celebration of Van Life in all ways shapes and forms. In the end we assisted him in producing both a wildly successful Kickstarter campaign — creating custom backer rewards such as t-shirts and bumper stickers steeped in “keep on trucking” ’70s-era nostalgia — and designing, editing and publishing the lush 125-page book, the first for Victory Editions. </p><p></p></p><p>Results - The first 2000 copies of Home Is Where You Park It sold out immediately, and the book is now in its second edition. </p><p><br></p>

<p class="p1">The court of Victory Journal 7 is The Main Event, that rare occasion which makes or breaks a season, a career, a life, an epoch, history. This means images of newly minted legendary events (Game Six of the 2013 World Series by Ben Grieme and last year’s Michigan-Ohio State football battle by Anthony Blasko); from one of the world’s oldest continuous competitions (Alessandro Simonetti at Il Palio); and from one of the strangest (Blasko at The Arnold Classic). There are portraits of modern sporting genius (Jonas Wood’s drawings of NBA greats) and timeless beauty (50 years of Pirelli Calendar images). There are stories of defining moments (David Winner’s depiction of the 1974 World Cup Final’s beautiful losers), defining personalities (Macau Grand Prix impresario Teddy Yip), and redefining ideas (futebol’s museum curators). Plus: soccer vinyl, Todd James’ “Soccer Mammas,” and more. Make your mark, while we make ours.</p>

<p>Project – To conceive and put into action a branding system and visual direction for the startup functional fitness program and its subscription-based application for iOS</p><p><p></p><p>Creative – From the inception of this premium fitness platform, Doubleday &amp; Cartwright worked closely with Evolve as a creative partner, spearheading the brand identity and visual aesthetic throughout product development. To suit the brand’s streamlined approach to exercise built on combinations of fundamental movements, D&amp;C designed a minimal yet muscular typographic wordmark and chain-link logo based on primitive forms. To further differentiate Evolve from other workout programs such as P90X, we put the spotlight on the trainers, capturing their individual style and toned physiques through high-quality, high-impact photography—enough to provide Evolve with an image bank of material for developing new creative over time. The initial product launch in January 2014 focused on the Toronto market; as it rolls out in New York and other cities, D&amp;C will continue working with the brand.</p><p></p></p><p>Results – D&amp;C took a new consumer product, without any prior positioning or visual identity, and created just that. </p>

<p>Project – Under the flag of house brand No Mas, design and promote a limited-edition collection of fleece-and-jersey athletic wear inspired by Everlast and constructed by Canadian heavyweight-fleece label,Reigning Champ.</p><p>Creative – The Everlast N.Y. x Reigning Champ limited-edition line of sweats debuted in January 2014, featuring a pullover hoodie, a crewneck with cut-off sleeves, sweat-shorts with pockets, and a raglan sleeve t-shirt and tank. In keeping with No Mas’s ongoing Everlast N.Y.series, the graphics and silhouettes were inspired by Everlast's New York origins and legendary history—especially as observed in vintage wire images of fighters training from the 60s and 70s. </p><p>Doubleday &amp; Cartwright produced an original video lookbook that picked up the thread begun by the garments themselves, capturing the collection in the modern city, with a classic black-and-white style that played both with and against the heritage narrative.</p><p>Results – The Everlast N.Y. x Reigning Champ collection scored coverage in GQ, Complex, and High Snobiety, among others.</p>

<p>Project - Help <a href="http://blueprintcleanse.com/">BluePrintCleanse</a> launch a new retail juice offering featuring individual 16-ounce bottles of fresh-pressed juice. Previously, BPC had only offered juice direct to consumers (via home delivery and pick-up) as part of their best-selling cleanse programs.</p><p>Creative - The challenge was to clearly differentiate individual juices from the cleanse but keep it strongly associated with the well-loved brand. D&amp;C worked with BPC to develop and design “BluePrintJuice”, a flexible family of perennial and seasonal offerings. Special care was taken with copywriting to explain the many benefits of fresh-pressed juice in general and of each specific flavor at point of purchase.</p>

<p>Project - D&amp;C was tapped by Radical Media to provide animation and title sequences for the documentary “You Don’t Know Bo,” an ESPN 30 for 30 about legendary two-sport superhero Bo Jackson.</p><p>Creative - With longtime D&amp;C collaborator Mickey Duzyj creating all the original artwork and typography, D&amp;C developed narrative animation to cover legendary incidents from Bo’s early life, as well as a dynamic illustrated identification system to introduce key characters throughout the story. Additionally, Duzyj and D&amp;C built title credits and lower thirds using Duzyj’s hand lettering.</p>

<p></p><p>Project - Help the SEED Project, a New York-based organization and an academy in Senegal that combines basketball training with intensive on-site education, clarify its brand and generate more awareness and support for its programs. In March and early April 2013, SEED alumnus Gorgui Deng, a 7’1” defensive-minded center, helped Louisville power through its bracket and win the NCAA national title. D&amp;C worked to help SEED take advantage of the unprecedented exposure that accompanied this success. The first stage of an ongoing engagement involved a rebrand and a content gather, which produced new core, secondary marks and type treatments, as well as reportage-style photography for use across a variety of SEED materials and platforms.</p><p>Creative - Doubleday &amp; Cartwright tapped photographer Alessandro Simonetti, who spent five days in Senegal between the capital Dakar and Thies, where SEED’s academy is located. Thanks to help from SEED director Noah Levine and founder Amadou Fall, Simonetti had unprecedented access to classes, basketball training at the academy, the annual alumni game in Dakar, and was also able to visit Gorgui Deng’s parents at the player’s childhood home.</p><p>Result - The images were so strong that D&amp;C decided to use the material to publish a special edition of Victory Journal focused entirely on the SEED Project and Simonetti’s work. This issue of Victory and the organization’s new logo were unveiled at SEED’s annual gala, held at 1 OAK in Chelsea. The gala was a huge success, and raised over $350,000. If you would like to learn more about SEED please visit their website, seedproject.org. Please join us in supporting this worthy program!</p><p><br></p><p></p>

<p>Project - Create a storytelling experience that both captures and relives the spectacle of Red Bull's feats of physical endurance and technical wonder. These journeys and events are immortalized through wide-screen, parallax-scrolling web experiences that pair highest-resolution documentary photos and videos, with pitch-perfect editorial illustrations and written narratives.</p><p>Creative - Doubleday &amp; Cartwright conceptualized, realized, and compiled eight immersive digital features launched on <a href="http://givesyouwings.redbull.com/">giveyouwings.redbull.com</a>. Telling the stories of the world record-setting Stratos space jump by Felix Baumgartner, Travis Rice's vertigo-inducing back-country snowboarding rides, and the BC One break-dancing battle, among others, this virtual coffee-table book pushed the limits of online narratives just as the athletes and artists in the world of Red Bull extend the boundaries of what's possible. Powered by the Red Bull Media House's incredible photo and video assets, as well as its coding team, D&amp;C brought in the best writers and illustrators available to create cinematic editorial stories that rival any in-category storytelling experience on the web.</p>

<p>Project - For the U.S.’s premier fresh-pressed juice cleanse and raw food delivery service, Doubleday &amp; Cartwright has served as agency of record providing continuous strategic and creative support from BluePrint’s 2006 founding to the present. During this period BPC has grown from a three-person startup operating from a catering kitchen in Chelsea to a national powerhouse with over 50 employees and three dedicated production facilities.</p><p>Creative - As the client’s primary strategic marketing and design partner, agency initially created an identity program and packaging design alphabet to reinforce the brand’s clean, high-end approach to the juice cleanse and raw food marketplace. Agency also helped client develop marketing programs such Bride To BPC, helping the client connect to an underserved audience, and Juice Til Dinner, an offering that combines a daily juice delivery with a raw food evening meal. Agency conceived and activated the Survival Kit program at the Sundance Film Festival, where attendees received BPC gift cards and other “recovery” collateral. Agency also designed a full overhaul of the client’s Facebook page, embedding an e-commerce page that allows users, friends and fans to not only connect and communicate but also directly purchase juice programs through Facebook.</p><p>Result - BPC continues to be the leading juice cleanse and raw food delivery in the United States, with clear, strong branding and countless devoted customers. New York Magazine named BluePrint Cleanse the “Best Painless Juice Cleanse”, Food And Wine Magazine has called it the “cleanse for foodies”, and the business continues to experience successful growth in the marketplace.</p>

<p>Project - Create the title sequences, interior animations, design credits, and lower thirds for Beats, Rhymes &amp; Life: The Travels of A Tribe Called Quest, a feature documentary directed by Michael Rapaport about one of New York's most beloved rap groups.</p><p>Creative - D&amp;C worked with artist James Blagden, animator Phillip Niemeyer of Double Triple, and the Beats team to create the original animation and integrate it into evolving cuts of the film. The title sequence breaks out of the black-and-white grammar of Dock Ellis and Straight Outta L.A. and sets the tone for the film with a Tribe-influenced, technicolor palette.</p><p>Result - Beats, Rhymes &amp; Life premiered at Sundance in 2011, played for a packed house at the Tribeca Film Festival, won the audience award for documentary at the Los Angeles Film Festival, was purchased by Sony Pictures Classics, and opened in July 2011 for a 20-city theatrical release. Blagden and D&amp;C also designed the movie’s one-sheet for Sony Pictures Classics.</p><p><br></p>

<p>Project - Nike commissioned graphic artist and D&amp;C partner Grotesk to create a co-ordinated illustrated and animated campaign around 12 weeks of Nike+ Fuelband event activations in New York City.</p><p>Creative - Nike+ Fuel was staging challenges around urban sports such as dodgeball, stickball and skateboarding, every weekly throughout the summer of 2013, so the corresponding artwork had to reveal and promote the events in a voice that was at once easy-to-understand, entertaining and familiar to New Yorkers. Grotesk’s satirical, sport-inflected characterizations proved the perfect cocktail to submerge the city in the three-month bacchanal of movement. Multi-level, weekly creative changeover saw the illustrations come to life on traditional out of home media, digital outdoor panels, wild postings, print, and even as special collateral incentives—from limited edition screen-prints to postcards to t-shirts. The dynamic nature of the art also translated perfectly to a series of animated GIFs, which D&amp;C built for broadcast around New York, online and via a “Fueltruck” that roamed the city’s avenues.</p><p>Results - The Summer of Fuel campaign earned an estimated 28,000,000 impressions and nearly half a million direct engagements with Nike social properties. Additionally, the @NikeNYC Twitter handle posted a growth rate of 95% for the period of June 19 – September 9.</p>

<p>Project - Conceive and execute a brand identity and site-specific print and digital campaign shot and displayed at Barclays Center, to introduce a new partnership between Red Bull and the Brooklyn Nets. The "Brooklyn's Got Wings" logo would also carry forward as a symbol of Red Bull's commitment to improving community ball courts in the surrounding neighborhoods’ public parks.</p><p>Creative - Beginning underground in the Atlantic Avenue/Barclays Center station, rising up to the steel-loop oculus that welcomes crowds to Barclays Center and into the arena, Doubleday &amp; Cartwright punched up the high-contrast aesthetic of the Nets with a touch of Red Bull color for this comprehensive street-to-seat campaign. After staging a still and motion black-and-white photography shoot with point guard Deron Williams alone on the court, we created graphically striking posters for the subway ad takeover and a series of cinematic videos to show the beauty, action and energy of the game. The award-winning talents of photographer Anthony Blasko and director Zach Gold gave form to our concept. Additionally, we were among the first creative teams to produce content for the ribbon-like LED displays that stream through the oculus, visible to all the passerbys and the traffic at the busy intersection of Flatbush &amp; Atlantic.</p><p>Results - An advertising campaign that successfully tied together three separate touch-points, setting a precedent for work at one of the highest profile locations in recent New York history. <a href="http://thebrooklyngame.com/deron-williams-assisted-brooklyn-parks-with-100000/">A community program which has begun “rebuilding courts in the county of kings” in September 2013</a>.</p>

Victory Journal Issue Six explores two elements any glory-seeking city kid is brutally familiar with: blood and asphalt. Its trained eye moves through time and tone from Anthony Blasko’s wine-dark photos of the UFC title fight between Jon Jones and Alexander Gustafsson, to illustrator David Rathman’s watercolor impressions of the Montreal Grand Prix, to legendary photo-realist Jerome Liebling’s black-and-white portraits of septuagenarian handball players in Miami Beach (accompanied by a Bud Schmeling and Rachel Liebling essay). The excerpt from Rick Telander’s classic 1974 basketball tome, Heaven is a Playground, presents a view of Brooklyn you just don’t get anymore, while the collaboration between Massaer Ndiaye and Alessandro Simonetti focuses a spotlight on Senegal’s long wrestling tradition. Each version of glory presented here is different, but they’re all soaked in healthy sweat.

<p>Project – A potent brew of brand identity design and creative consultation for a new boutique coffee enterprise.</p><p>Creative – Emerging high-end coffee brand Dineen sought Doubleday &amp; Cartwright’s branding expertise for the launch of its business and the opening of its first outpost in downtown Toronto. Our creative team joined on as an early-stage partner, providing guidance on the name—a reference to its location in the historic Dineen Building, once home to the W. &amp; F. Dineen Company, purveyors of hats and furs—and developing an identity suited to the late-19th-century architecture and drawn from the imagery of 16th-century Canadian trappers, infusing the start-up with a hint of heritage. For the lettering on the building’s façade, we applied a more timeless typographic treatment that is also used for the café menu, cups, napkins, and packaged whole-bean coffee. Our overall scheme of old-meets-new helped Dineen to quickly become established as a robust contender in a Starbucks-steeped marketplace. </p><p>Result – The first Dineen coffee bar has been such a resounding success that a second location is due to open soon. </p>

<p>Project - Curate an exhibition featuring 50 original works of art, commissioned for Michael Jordan in honor of the basketball legend’s 50th revolution around the sun. Held at the Museum of Fine Arts in Houston on the day of MJ’s birth, during the NBA’s All-Star Weekend, the show and commemorative book would be a gift from Nike’s Jordan Brand and include a party fit for a king with a birthday-song performance by R. Kelly.</p><p><font>Creative</font> - The Jordan Brand gave Doubleday &amp; Cartwright carte blanche to create a visual tribute, which resulted in "Much Respect: 50 Years of His Airness." Doubleday &amp; Cartwright distilled MJ’s life’s achievements into 50 notable moments and assigned them to visual artists whose styles would best reflect the ideas behind each brief. The results included Kevin Lyons’ hand-lettered rendering of rap music references to Michael Jordan, the Swiss design duo DIY’s laser-engraved wooden diagram of the triangle offense designed for distinctive playing style, and Jason Jagel’s illustration of Jordan-inspired barbershop creations.</p>

<p></p><p>Project - Building on our highly successful collaboration at 255 Elizabeth Street, D&amp;C worked with Nike to integrate 255′s apparel customization capabilities into the new Bowery Stadium, a brand space designed to rally support from a community of influential artists, athletes, and consumers. In addition to conventional silhouettes, Stadium’s custom offering focused on the Destroyer, Nike Sportswear’s signature varsity jacket.</p><p>Creative - D&amp;C worked to develop and optimize a customization menu for the Destroyer that was both technically feasible and satisfying for the progressive audience and objectives of the Stadium space. This bespoke experience—also known as Stadium MFG—included a variety of chenille patches, felt appliqué, and chain stitching options. Celebrity and influencer clients included Knicks power forward Amar’e Stoudemire, Jets cornerback Darelle Revis, Green Bay Packers quarterback Aaron Rodgers, and performers A$AP Rocky and Ke$ha, among others.</p><p>Result - Revis and Stoudemire wore their jackets and other custom apparel in prominent situations, repeatedly generating buzz for the Destroyer and Stadium. Findings on Destroyer customization were shared with Nike Sportswear’s global team and have repeatedly proven valuable to ongoing customization programs.</p><p><br></p><p></p>

<p>Project - Since 2010, D&amp;C has worked with 5Boro Skateboards to provide creative direction and execution for the company’s full line of products as well as sales and marketing materials. Recent undertakings include production of 5Boro’s first ever lookbook for Fall 2011, along with title and package design for the upcoming video release, “Join or Die.”</p><p>Creative - D&amp;C worked closely with 5Boro’s Mark Nardelli and Steve Rodriguez to help preserve the brand’s core New York-centric image while broadening its national and international appeal. Iconic graphics and taglines such as “Cinco Barrios” and the Gadsden Flag-inspired NYC snake have helped create a clean, refined identity that stands out from competitors and imitators yet stays true to the brand’s gritty roots.</p><p>Result - With D&amp;C’s support, 5Boro has shown a new line of product on schedule for each season, generating increased wholesale and direct-to-consumer sales. Additionally, D&amp;C-designed garments have become staples in the wardrobe of rapper Lil’ Wayne, which has helped the brand garner media attention from mashKULTURE and Transworld Skateboarding to PBS.</p>

<p>Project - Since Spring 2012, D&amp;C has worked with the street-wear brand ONLY NY as an art and graphics task force, providing regular stockpiles of designs and garment embellishments to facilitate the clothing company’s seasonal releases.</p><p>Creative - A homegrown brand with a clean, thematic blend of street and outdoor sport, ONLY required a creative partner that was able to emulate its unique voice while also pushing it. Designs like “NYC Tunnel Runners,” a cross-pollination of municipal and marathon language, aligned perfectly with the clothier’s established formula and proved themselves instant classics. Other broad order graphics packages like the “regatta” collection of nautically inspired logos and icons were sequentially applied across a range of apparel and accessories. </p><p>Results - After opening the doors to it’s first storefront at 176 Stanton in NYC’s Lower East Side, ONLY has cemented itself as a dominant force in the apparel landscape of New York City and beyond. On top of several successful seasons of collaboration, D&amp;C continues to work with the brand on both a regular basis and for special projects. </p>

<p>Project - Taking visual and editorial cues from Victory Journal, D&amp;C was tasked to create an original Nike publication about the life and times of LeBron James for release in conjunction with the basketball superstar’s ninth signature shoe and 2011 Holiday collection of Nike sportswear apparel.</p><p>Creative - The D&amp;C team, including photographer Anthony Blasko, spent a week in Akron, Ohio, tracing the arc of James’ hardscrabble childhood, his spectacular rise to basketball fame, and evolving relationship with “The Rubber City.” Combining material from this trip with original illustrations and images from James’ summer 2011 tour of China and Taiwan, D&amp;C worked to create a dynamic portrait of the athlete's past and present. Entitled “Never Stop,” the finished publication featured an illustrated road map of James’ life by Cody Hudson, an oral history of his first dunk as witnessed by his middle school gym teacher, reportage on LeBron’s surprise participation in a Pro-Am game at a church outside of Cleveland, and an exploration of the football career that might have been. As a centerfold for the piece, D&amp;C created a fully illustrated mini-catalog of LeBron’s Nike apparel and footwear collection.</p><p>Result - Over the course of production, "Never Stop" evolved into the definitive press kit for Nike’s LeBron James Holiday 2011 line. On top of distribution to key media outlets in 12 countries, the publication was translated into French and Chinese and distributed as a one-off print piece in Europe and China. A limited-edition English language run was given away during the 2011 Art Basel fair in Miami, and content was made available through Nike digital portals for iPad download via Zinio. "Never Stop" also received extensive coverage on style blogs such as Hypebeast and FreshnessMag.</p>

<p class="p1">Project – Redesign the website and menus and refresh the identity of a much-loved Greenpoint restaurant</p><p class="p1"><p></p><p class="p1">Creative – After an incredibly successful first five years as a restaurant on the once-deserted edge of Williamsburg and Greenpoint, Five Leaves decided it was time to refresh its visual brand and revamp its website with a responsive design. Doubleday &amp; Cartwright created a user-friendly, brand-forward website that would not only make it simple for diners to find the information they need at a glance, but would also give the Five Leaves staff an easy-to-edit backend tool for keeping daily specials up to date. Hours and location are immediately accessible, as are the menus, which load quickly on the page—no more having to download them as PDFs. High-quality photography of the space and the food dynamically fill the homepage like a Pinterest board and capture the bistro’s personality. With a redrawn and refined Five Leaves logo to sweeten the deal, one of Brooklyn’s best restaurants just got even better. </p><p></p></p><p class="p1"></p><p></p><p class="p1">Results – <a href="http://fiveleavesny.com">fiveleavesny.com</a></p>

<span id="docs-internal-guid-21ce6c2d-b7ea-b58a-2e0a-c42c9de75aa3"><p dir="ltr" style="margin-top: 0pt; margin-bottom: 0pt;">Project - D&amp;C house brand, No Mas, was commissioned by Muhammad Ali Enterprises to create three original animated shorts celebrating the 35th anniversary of “The Rumble in the Jungle” and Ali’s legendary knockout victory over George Foreman.</p><p dir="ltr" style="margin-top: 0pt; margin-bottom: 0pt;"><p></p><p dir="ltr" style="margin-top: 0pt; margin-bottom: 0pt;">Creative - D&amp;C tapped three fine artists with distinct styles—watercolorist David Rathman, oil painter Jerome Lagarrigue, and pen-and-ink man James Blagden—and worked with each to have shorts ready to launch on 10/30/09, the date of the anniversary. Rathman’s “Zaire” translates iconic historical moments into a stirring black-and-blue-toned watercolor time capsule, while Lagarrigue draws inspiration from Ali’s own zoological poetry in exploring Ali’s mental and spiritual transformation in the moments before the bell sounds round one. Blagden takes an entirely different approach, using the true-life encounters between Muhammad Ali and James Brown at the 1974 concert in Zaire as the pretext to create an entirely fictional but hilarious showdown between the Godfather of Soul and the Greatest of All Time. D&amp;C worked closely with both MAE and the James Brown Estate to clear “GFOS vs. GOAT” and secure licensing rights to Brown’s track “Cold Blooded.”</p><p dir="ltr" style="margin-top: 0pt; margin-bottom: 0pt;"></p></p><p dir="ltr" style="margin-top: 0pt; margin-bottom: 0pt;">Results - The project was a critical and popular success, earning praise from <a href="http://tmagazine.blogs.nytimes.com/2010/03/22/asked-and-answered-david-rathman-rumbles-in-the-jungle/">The New York Times</a>,<a href="http://www.thefader.com/2009/10/30/no-mas-pits-james-brown-against-ali-for-rumble-in-the-jungle-anniversary/"> Fader</a>, <a href="http://www.coolhunting.com/culture/rumblevision.php">CoolHunting</a>, and <a href="http://hypebeast.com/2009/10/mas-muhammad-ali-rumble-jungle-35th-anniversary-project/">Hypebeast</a>. Rathman’s original watercolors were shown and sold by the Larissa Goldstein Gallery and a series of four editioned reproductions were made by legendary printers ULAE and sold by <a href="http://www.nomas-nyc.com/12-rumblevision-art">No Mas</a>.</p></span>

<p style="background-color: rgb(255, 255, 255);"><span style="line-height: 16px;">Dedicated to the thrill of victory and the ecstasy of defeat since 2004, No Mas is a heritage-inspired sportswear brand and digital gallery of fine artwork and sporting ephemera.</span></p>

<p>Project - Create an integrated installation and customizable garment collection for Nike Stadium in New York. Deliverables included: a full design for the space including graphics for walls (to work with and without video projection), floors, lenticular panels, a wall-mounted manifesto and stickers for the building’s façade, a garment package of readymades, and customizable fonts and graphics.</p><p>Creative - The challenge was to celebrate Amar’e Stoudemire’s arrival in New York in a way that not only resonated with basketball fans, but also connected to the wider cultural mission and varied audience of the Nike Stadium space. Building off Nike point-man Julien Cahn’s concept of capturing the “Spirit of ’73,” D&amp;C worked to create a graphic language and manifesto that channeled the diverse energy of the city, at the time when “Hip-hop took its first steps in Cedar Park, while punk rock nursed on the Bowery,” and “New York stood tallest in basketball’s midtown mecca.”</p><p><br></p>

<p>Project - Since spring 2011, D&amp;C has served as a primary designer of seasonal graphic garments for Work in Progress, the European men’s contemporary offshoot of Carhartt, the iconic American workwear label. </p><p>Creative - Seeking to build on its US consumer base, Work in Progress challenged D&amp;C to highlight Carhartt’s blue-collar Detroit heritage and bring the European line closer to its American roots without undercutting the brand’s successful contemporary aesthetic. D&amp;C approached the project with an eye toward vintage American military, organized labor and sports graphics, and a glossary of classic phrases, turning out such simple and effective designs as “Always on Track,” a punchy take on old-school track-and-field apparel. D&amp;C also provided an exploration of Carhartt’s iconic brand mark, which yielded several original interpretations of the well-known logo.</p><p>Result - D&amp;C’s first collection of designs received significant acclaim in menswear media such as Hypebeast, resulting in invitations to design two subsequent capsules. Carhartt WIP has since expanded its US presence with two flagship retail locations in New York City and Los Angeles, and D&amp;C continues to act as one of WIP’s go-to design agencies.</p><p><br></p><p><p></p></p>

<p>Project - D&amp;C partnered with writer-director Ben Younger (Boiler Room, Prime) to create an original documentary short about up-and-coming New York City heavyweight boxer, Tor Hamer.</p><p>Creative - D&amp;C’s Christopher Isenberg and Younger plotted a dynamic profile of Hamer, all shot on the day of his fourth professional fight at B.B. King’s nightclub in New York. The shoot began at Hamer’s Harlem home, followed him on the subway trip to the bout's location, into the dressing room for hand-wrapping and wringing, and finally between the ropes, where Hamer delivered a devastating first round TKO of Clarence Tillman. Editor Zachary Stuart-Pontier (Catfish) made excellent use of cinematography by Darren Lew and Nick Strini, Jason McDonald’s stills, and D&amp;C’s titles.</p><p>Result - D&amp;C sold Hammer of Tor to Playboy.com, where it was featured in the video reportage series, Dossier.</p><p><br></p>

<p>Project - Spring 2011, D&amp;C partner Kimou Meyer (a.k.a. Grotesk) was tapped by Nike and Portland-based agency Peet Kegler to create an illustrated universe for a Nike/Foot Locker viral video featuring a new original track from Detroit/Chicago rap duo, the Cool Kids.</p><p>Creative - Building off the look and feel of cover art Meyer had created for the Cool Kids' debut EP Bake Sale, D&amp;C worked with Peet Kegler’s team, including director Manny Bernardez and producers Central Planning, to combine live-action footage of Amar’e Stoudemire, Chris Bosh, and Ken Griffey Jr. with animation of Grotesk’s original characters and backgrounds.</p><p>Result - “Get Fresh Air” racked up over 1.2 million hits in its 10 first days online, quickly becoming Foot Locker’s most watched viral video ever.</p><p><br></p>

<p>Project - To celebrate the birth of the Air Maxim, Nike commissioned a visual history of AIR technology for installation at Nike Sportswear flagship stores around the world.</p><p>Creative - D&amp;C worked with Nike Portland to refine the dense 30-year history of AIR technology, its designers, and the shoes they built. D&amp;C brought in artist James Blagden to create pen-and-ink type treatments, and illustrations of key characters (Tinker Hatfield and Bruce Kilgore), moments, and shoes. These illustrations, along with archival Nike images and ads, were combined with text into a richly visual timeline chronicling the journey from the original Air Max in 1978 to the new Air Maxim in 2009.</p><p>Result - “Max to Maxim: The (R)evolution of Air Max 1″ was installed in key Nike Sportswear locations around the world including New York, Hong Kong, Moscow, Singapore, and others. In Tokyo, the timeline was used as outdoor creative, wheat-pasted on a long alleyway in the Shibuya district.</p><p><br></p><p><p></p></p>

<p>Project - A full scale redesign of Trump Model Management’s <a href="http://www.trumpmodels.com">website</a>.</p><p>Creative - D&amp;C focused on delivering a clean editorial look and improving ease of use for Trump’s staff and clients. A WordPress-based backend allows bookers to easily update models and portfolios on an ongoing basis. Meanwhile, art directors and stylists can use a lightbox system to tag models and then send a customized selection PDF to clients for approval. Trump staff in turn can access ranking analytics and see which models are being tagged or forwarded most.</p><p>Result - “Doubleday &amp; Cartwright, I love what you did on this challenge. Great concept. Great execution. You’re hired!” - Donald Trump</p><p><br></p>

<p>Project - In the spring of 2010, Nike invited D&amp;C to do a two-month, baseball-focused residency at 255 Studio, their New York apparel customization lab at 255 Elizabeth St. D&amp;C was challenged to redesign the space and rethink the consumer offering. The agency delivered new “readymade” graphic assets, customization templates, embellishment options, wall art, signage, and window displays. The success of “Hogar y Visitantes,” which celebrated the global culture of baseball, led to an extension of the residency into a yearlong partnership and a wider mandate to improve the consumer experience.</p><p>Creative - Noting that unlimited choice is paralyzing for many consumers, D&amp;C introduced a new way of merchandising templates. For the extremely popular “Against the World” graphic, multiple iterations of the same T-shirt graphic were laid out on a central table: New York Against the World, Paris Against the World, Brooklyn Against the World, etc. Faced with the more limited option of filling in ____ Against the World, many more casual consumers felt engaged and motivated. Additionally, classic embellishments like felt and twill appliqué, and improving the quality of patches and emblems, led to a significant increase in the sales of readymades and generated strong word of mouth among more ambitious customizers. The new programs were especially successful during the 2010 World Cup, as special options for key teams were well-matched to an international downtown community looking for creative ways to express their soccer loyalties.</p><p>Result - Installations were covered by <a href="http://www.gq.com/style/blogs/the-gq-eye/2010/05/what-the-hells-going-on-in-the-former-nike-i-d-space-in-manhattan.html">GQ</a>, <a href="http://tmagazine.blogs.nytimes.com/2010/07/09/nike-plays-ball-world-cup-fashions/">The New York Times Magazine</a>, <a href="http://www.thefader.com/2010/06/10/style-tv-255-studio-no-mas-x-nike-sportwear/">The Fader</a>, and <a href="http://hypebeast.com/2010/05/nike-sportswear-255-studio-nyc/">Hypebeast</a>. Sales increased dramatically as previous daily, weekly and monthly highs were broken. Average daily sales increased by over 200%.</p>

<p>Project - Create an original, custom newsprint publication celebrating Nike’s new varsity jacket silhouette, the Destroyer. The first issue of the eponymous tabloid was distributed through key Nike retail locations in New York, Boston, Philadelphia, Baltimore, and Miami.</p><p>Creative - In collaboration with strategic partners <a href="http://alldayeveryday.com/">ALLDAYEVERYDA</a>Y, D&amp;C focused on the idea of varsity as a combination of style and standing. Features included an interview with New York Jets cornerback Darelle Revis, as well as a fashion story shot by <a href="http://www.tim-barber.com/">Tim Barber</a> titled “Empire Tested,” starring a curated group of New York-based athlete-influencers in custom-embellished Destroyer jackets.</p><p>Result - The Destroyer received extensive online coverage including <a href="http://www.freshnessmag.com/2010/11/18/nike-sportswear-destroyer-journal-issue-1-preview/">Freshness</a> and <a href="http://hypebeast.com/2010/11/nike-destroyer-journal-issue-1/">Hypebeast</a>. The first issue's illustrated cover was adapted for outdoor advertising use in downtown Manhattan.</p>

<p>Project - Looking to bring energy to the Port Authority Terminal in a slumping economy, the City of New York offered free street-level occupancy and outdoor advertising for the best pop-up retail concept. Doubleday &amp; Cartwright worked with fashion portal Refinery 29 and operational partners Launch Collective to develop the winning pitch and then activate a hugely successful, month-long residency.</p><p>Creative - With many brands and designers suffering, D&amp;C sought to elevate shopping into an act of solidarity, casting the pop-up designer sale as a political movement. Called “Save Fashion,” D&amp;C tapped photographer and longtime collaborator Chadwick Tyler, who in turn attracted A-list models and channeled the iconography of ’60s-era protest. Billboard and bus-shelter ads were supported by campaign swag such as vintage-inspired political buttons and newsprint posters that were distributed to a targeted group of fashion industry, press, and downtown tastemakers.</p><p>Result - Fueled by strong word of mouth and extensive traditional and online press coverage, Save Fashion was extremely well trafficked and generated over $750,000 in sales.</p><p><br></p>

<p>Project - Puma commissioned Doubleday &amp; Cartwright to document the 2008 African Cup of Nations in Ghana, focusing on key brand-sponsored teams and players. With its long-term investment in African football building toward South Africa 2010, Puma wanted video, photo, and artifact documentation for both immediate use and longer-term inspiration. Deliverables included a three-minute documentary trailer, photo and editorial highlights, and strategic recap and recommendations documents.</p><p>Creative - D&amp;C assembled a seven person team—two cameramen, sound, still photographer Gustavo Di Mario, and three reporter/producers. After studying the schedule which included nine Puma-sponsored teams playing qualifying games in four Ghanaian cities, D&amp;C decided to focus on four key teams and players: Egypt, Ghana, Ivory Coast, and Cameroon, whose striker Samuel Eto’o was the tournament’s biggest star. Over a full month, despite significant logistical hurdles of many kinds, D&amp;C was able to work with Puma to get incredible access to the teams and players. D&amp;C also chronicled various fan groups, as well as Ghanaian music, art, and culture. The four selected teams advanced to an all-Puma quarterfinal, and D&amp;C was able to work with Puma and broadcaster Sport 5 to have dedicated HD cameras tracking Eto’o and Egypt’s Mohammed Zidan throughout the game.</p><p>Result - D&amp;C presented the creative assets as well as strategic recommendations to both Droga 5 and Syrup, Puma’s agencies of record for lifestyle and team sport, respectively. Findings were used as reference and inspiration for Puma’s 2010 World Cup communication. D&amp;C curated an installation of Gustavo Di Mario’s images at the Puma Social Club, a block-long event space in South Street Seaport that served as the hub for Puma’s New York City World Cup programming.</p><p><br></p>

<p>Project - Expand the social media footprint of BluePrintCleanse with a user-generated photo-sharing platform dedicated to showcasing the BPC community and lifestyle.</p><p>Creative - In collaboration with strategic partners <a href="http://alldayeveryday.com/">ALLDAYEVERYDAY</a>, D&amp;C conceptualized and developed a BPC-specific Tumblr gallery designed to accommodate ongoing submissions from a handpicked group of tastemakers and influencers. Participants were asked to self-document their cleanses and share at least three photos from each phase along with brief text, captions, or quotes describing the circumstance. A profile page featuring short contributor bios provided a unique cross-sectional view of the BPC community.</p><p>Results - BluePrintLife quickly accumulated a strong contributor base and following, both of which continue to grow. Coverage on tech and design blogs such as <a href="http://www.psfk.com/2011/12/juicing-company-creates-social-photo-sharing-network-for-your-health-pics.html">PFSK</a> praised BPL for providing a seldom-seen pictorial collage of the health and wellness lifestyle. <a href="http://life.blueprintcleanse.com/">http://life.blueprintcleanse.com/</a></p>

<p></p><p>The third iteration of Victory Journal, “For Love or Money,” takes readers on a journey to vastly different corners of the sporting culture landscape, from a rain-soaked horse track in Saratoga, New York, to the sun-kissed waters off Sète, France. This issue includes a portfolio of Cheryl Dunn’s never-before-published boxing photos from the late ’80s and early ’90s, an interview with infamous World Trade Center tightrope walker Philippe Petit, Mickey Duzyj’s illustrated portraits of the ’86 Mets, and an exploration of the ancient Mediterranean art of nautical jousting by acclaimed war photographer Christopher Anderson.</p>

<p>Project - Conceptualize and develop a line of custom garments for the Sports Illustrated Heisman Tour presented by Nissan, including original limited-edition T-shirts for each tour stop and promotional clothing for event staff. Deliverable designs had to effectively represent Sports Illustrated, Nissan, and all universities and Heisman-winning alumni involved in the program.</p><p>Creative - D&amp;C worked closely with Sports Illustrated and the affiliated universities to create one-off collegiate designs that stayed true to the iconographic histories of the tour stops. Additionally, open lines of communication with both the Heisman Trust and respective athletes’ agencies helped D&amp;C curate a series of illustrated renderings of past Heisman winners in action. Because each design was subject to as many as four approvals, multiple design options and prompt feedback revisions were provided to ensure on-time delivery to each of the 10 tour stops despite the quick turnaround.</p>

<p>Project - D&amp;C was contracted to redesign photographer Pamela Hanson’s website and brand identity. Hanson’s editorial work appears regularly in Vogue, Vanity Fair and GQ, and she shoots campaigns for clients such as L’Oreal, Emporio Armani, and Victoria’s Secret.</p><p>Creative - D&amp;C focused on the idea of transparency—creating a look and feel that would privilege Hanson’s work over its digital frame. Her website’s backend was optimized for an artist’s needs, including a simplified, user-friendly mechanism for uploading, categorizing and cataloging images. The interface also allows clients to easily search both curated portfolios and a comprehensive archive for specific image attributes. <a href=" http://pamelahanson.com/">http://pamelahanson.com/</a></p>

<p>With the aim to produce a high-end yet accessible newsprint magazine, D&amp;C conceptualized, designed and printed a limited run of 1000 copies of the debut issue. Seizing on the frenzy and excitement around the 2010 World Cup, D&amp;C contracted ESPN journalist and football guru Roger Bennett to provide access to his valuable trove of football memorabilia, and produced a series of still life photography that captured the incredible range of products from the sport’s master country, Brazil. Bennett also contributed two original stories that ran exclusively in Victory Journal, one on the rise of the United States in the World Cup championship, and the other on the history of Brazil’s iconic uniforms.</p>

<p>Project - Tasked to create an online portal for the Beijing Olympic Games that would celebrate Nike-sponsored athletes and the new technologies the brand had created for them, digital superpower AKQA called on D&amp;C to consult on information design and execute copywriting. The challenge was to create an engaging tone and style that could withstand the rigors of legal approval and translation into 11 languages.</p><p>Creative - During a week of collaboration at AKQA’s San Francisco office, D&amp;C partner Christopher Isenberg worked with AKQA’s Neil Robinson and his team to create sample templates for athlete and product pages. Together they developed a front-of-book, magazine style that used key numbers and words as graphic headlines for pithy athlete profiles delivered in four to six bite-sized chunks of information. Once the template was set, AKQA and D&amp;C helped bring to life Nike’s egalitarian vision, where athletes from LeBron James to Anju Bobby George would all receive the exact same treatment.</p><p>Result - <a href="http://www.nike.com/nikelab/site.html?en_US#/athlete">Nike Lab</a> was a huge success, drawing heavy traffic from international fans and positive reviews from critics. Nikelab.com was named site of the day and the month by the <a href="http://www.thefwa.com/site/nike-lab">FWA</a>, shortlisted for a Clio and awarded a <a href="http://www.oneclub.org/os/osi/showcase/?year=2009&amp;id=11125">One Show Silver Pencil</a>.</p>

<p></p><p></p><p>Project - Nike Sportswear commissioned D&amp;C to conceptualize, design, and execute a “visual center” for their football-inspired line of Winter 2011–2012 offerings. Final deliverables included product photography, integrated illustrations, archival imagery with deep captions, seasonal manifesto, a custom publication to house the entire package, and a design for the flagship retail space at 21 Mercer Street in New York City.</p><p>Creative - Nike Sportswear challenged D&amp;C to represent the sport of football in a way that celebrated the game’s native qualities—hard work, dedication, and sacrifice—while also making it accessible and culturally relevant to a fashion-focused consumer. Working with watercolorist David Rathman and photographer Chadwick Tyler, D&amp;C created a cache of smoky gridiron landscapes and emotive portraits that showcased both top Nike athletes and marquee products. Careful selection of images from the Nike archives, such as the iconic “Bo Knows” print ads and corresponding deep captions, served to incorporate the brand’s celebrated football heritage. Each element was modular by design for easy adaptation across media.</p><p>Result - The 4th and Inches magazine was distributed at key Nike retail outlets and online as a Zinio digital magazine, where it was enhanced with behind-the-scenes video and optimized for the iPad and iPhone. Retail installations at top-tier Nike boutiques around the East Coast showcased images by Tyler and Rathman as well as wall-mounted punch lines from the manifesto.</p><p></p><p></p>

<p></p><p>Project - No Mas NYC founder and agency partner Chris Isenberg and artist James Blagden created a short animated film about the legendary no-hitter that former Pittsburgh Pirate pitcher Dock Ellis threw while he was high on LSD. </p><p>Creative - In 2008, radio producers Donnell Alexander and Neille Ilel recorded Ellis giving a moment-by-moment account of June 12, 1970, the day he played a baseball game against the San Diego Padres and pitched a no-hitter. Using their original radio documentary as the audio and as inspiration, Isenberg commissioned an original animation from James Blagden whose incredible black and white illustrations, lo-fi animation and comic timing perfectly complemented Ellis’s masterful storytelling.</p><p>Result - After a humble launch on YouTube, Dock Ellis &amp; the LSD No-No grew into a truly viral sensation, becoming a film festival darling. It premiered at Sundance in 2010 (Honorable Mention Short Filmmaking), then traveled on to BFI London, Los Angeles (Audience Award), Santa Cruz (Audience Award), True/False, Jerusalem, Hot Docs, Expresión en Corto (Mexico City) and many others. It’s been watched over 3 million times on YouTube alone, was nominated for two Webby awards and received raves from countless professional and amateur chroniclers including: Sports Illustrated, Time Magazine, ESPN. At its height, the film helped make the term "Dock Ellis" one of the top 30 search terms on Google.</p><p><br></p><p></p>

<p>Released in conjunction with the opening of “For the Kids,” a Salon 94 exhibition featuring the Costacos Brothers’ iconic ’80s sports posters, Victory Issue Two includes a vivid, behind-the-scenes oral history of some of the brothers’ wildest photo shoots. D&amp;C also worked with curator Adam Shopkorn and the Costacos Brothers themselves to produce five commemorative-poster T-shirts, for sale exclusively at the show. Victory Two also has a cover-story interview with former World Wrestling Federation favorite, Jimmy “Superfly” Snuka, a visual and editorial journey to the boxing capital of West Africa, and a photo essay on the 21st mile.</p><p><br></p><p><p></p></p>

<p></p><p></p><p>Project - Nike contracted D&amp;C to build a Zinio-powered digital publication from the stockpile of content created around the brand’s long-awaited line of licensed NFL apparel and equipment. D&amp;C was responsible for the structure, flow, design, copy, and functionality of the publication, and worked directly with Zinio to ensure that it went into production as specified.</p><p>Creative - D&amp;C focused on Nike’s primary goal of providing viewers with a field-to-street view of the first and only “look of football”—a fashion sensibility that defines those who lead a lifestyle dedicated to the game. The biggest challenge was to assemble the assortment of disparate content—photography, video, interviews, product laydowns—in a format that was navigable, shoppable and, most importantly, captivating to fans, players, and cultural consumers alike. Working in tandem with Nike’s Performance and Sportswear divisions, D&amp;C zeroed in on the idea of the NFL as a great cultural unifier, and contextualized Nike’s on- and off-field apparel as the shared link among all citizens of the sport. Entitled “Fast Is Faster,” the book was divided into four distinct sections, beginning with an in-depth look at Nike’s revolutionary designs for the NFL 32 and filtering through The Fast Life, a multimedia style guide that drew together garments from various Performance and Sportswear collections.</p><p>Results - <a href="http://www.zinio.com/getfastisfaster">www.zinio.com/getfastisfaster</a></p>

<p>Project - Nike commissioned D&amp;C to help tell the story of Hyperfuse technology, how it was invented in the Innovation Kitchen, and spread in use, from performance basketball to Nike Sportswear.</p><p>Creative - D&amp;C used existing interviews with Nike designers Shane Kohatsu and Ben Shaffer to develop storyboards that became the basis both for a live-action documentary made in collaboration with Nike PR and Portland agency Peet Kegler, and a more fantastical animated short. D&amp;C wrote and directed “Tales From the Kitchen: Hyperfuse,” tapping Part and Parcel to illustrate, and Central Planning to produce and animate. Music from Henry Mancini and Shuggie Otis helped complete the playful ’70s tone.</p><p><br></p>

Doubleday &amp; Cartwright is a creative and strategic ally that helps clients earn and own territory in the cultural marketplace. Our successes have been deeply varied: chronicling the career of the world’s most talented and controversial basketball player, nurturing a groundbreaking juice cleanse into a category killer, transforming a baseball legend into a viral and a film festival sensation, helping a globe-trotting music festival move the needle in the world’s capital.<p class="p1">Our strategic thinking and execution is always informed by our direct personal experience operating at the intersection of art and commerce. We continue to participate in the product and content marketplace as both actors and advisors so we know first hand what it takes to make noise, capture attention and move units.</p><p class="p1">Our best work has come from collaborating with clients who share our passion and focus as well as the understanding that the rewards of making something truly original and engaging often don’t come without the risks of trying something new and the determination to overcome all obstacles.</p>

<h1>No Mas</h1><p>Dedicated to the thrill of victory and the ecstasy of defeat since 2004, No Mas is a heritage-inspired sportswear brand and digital gallery of fine artwork and sporting ephemera.</p><a href="http://www.nomasnyc.com">nomasnyc.com</a>

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